I don't disagree with price of extras being a little steep but it is the way of the market. If this approach allowed me to have a perfectly working car for £10k less I would rather it was done that way.
Imagine if the base price with all the extras was the only price. It would make it ever more rare which is not what the company needs in the long term. It seems normal now to do an introduction with a fully pimped out "first edition" model.